PCM Key Terms - 7.1

Question 2

Advertising

Answer 2

Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media

Question 3

Advertising Appropriation

Answer 3

The advertising budget for a specific time period

Question 4

AIDA Model

Answer 4

A common model of the series of mental stages through which consumers move as a result of communications: Aware ness leads to Interests, which lead to Desire, which leads to Action

Question 5

Audience

Answer 5

Two or more receivers, or individuals that decode a coded message

Question 6

Channel of Communication

Answer 6

The means (e.g., a salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process

Question 7

Communication

Answer 7

The process of conveying a message to others. It requires a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Question 8

Communication Channel

Answer 8

The medium of transmission that carries a coded message from the source to the receiver or audience

Question 9

Decoding

Answer 9

Converting signs or symbols into concepts and ideas

Question 10

Encoding

Answer 10

Converting meaning into a series of signs or symbols

Question 11

Feedback

Answer 11

The receiverÕs response to a decoded message

Question 12

Field of Experience

Answer 12

A similar understanding and knowledge that a sender and receiver apply to a communicated message.

Question 13

Integrated Marketing Communications

Answer 13

Coordination of promotion and other marketing efforts for maximum informational and persuasive impact

Question 14

Message

Answer 14

The information sent by a source to a receiver during the communication process

Question 15

Noise

Answer 15

Anything that reduces a communicationÕs clarity and accuracy

Question 16

Personal Selling

Answer 16

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision

Question 17

Public Relations

Answer 17

Communication efforts used to create and maintain favorable relations between an organization and its stakeholders

Question 18

Pull Policy

Answer 18

Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel

Question 19

Push Policy

Answer 19

Promoting the product only to the next institution down the marketing channel

Question 20

Receiver

Answer 20

The individual, group, or organization that decodes a coded message

Question 21

Sales Promotion

Answer 21

An activity and/or material intended to induce resellers or salespeople to sell a product or consumers to buy it

Question 22

Source

Answer 22

A person, group, or organization with a meaning it tries to share with a receiver or an audience

Question 23

Target Audience

Answer 23

The group of people at whom advertisements are aimed

Question 24

Trial

Answer 24

The consumer’s actual first purchase or use of the product or brand